Name: 計畫行為理論 (Theory of Planned Behaviour)
Uploaded: 2025-12-14T06:36:10.000Z
Duration: 4 min 2 s

Why do we do what we do or act the way we act?

我們為什麼會做某件事，或採取某種行為呢？

祈使句型

to 不定詞

假設你想買一支新的智慧型手機。

到底是什麼影響了這個決定呢？

You may start reading about available phones out there and form an opinion about which one is best for you.

你可能會開始研究市面上有哪些手機，然後形成一個你覺得最適合你的看法。

You may talk to friends and see what they think about the phones currently on the market.

你可能會跟朋友聊聊，看看他們對現在市面上的手機有什麼想法。

You may go to a store and test a few, or get some advice from a sales guy.

你可能會去店裡試用幾支，或是聽聽銷售人員的建議。

You may even do all of this and with everything that's available to you, at some stage, you make a decision and buy one.

你甚至可能會做完這些事，然後在你擁有的所有資訊中，在某個階段做出決定並買下一支。

A good theory that explains and predicts how such behaviors form is called the theory of Plant behaviour.

有一個很棒的理論，可以解釋和預測這些行為是如何形成的，叫做計劃行為理論。

It's built out of a number of constructs.

The first one is the attitude towards the act or behavior.

第一個是「對行為的態度」或「行為」。

That's an individual's belief if a certain behavior or act makes a positive or negative contribution to that person's life.

這是個人對於某種行為或行動是否對自己的人生有正面或負面貢獻的信念。

In the smartphone example, it means that you either believe that buying a certain phone makes sense for you or not, or which phone makes the most sense for you.

以智慧型手機的例子來說，這意味著你相信買某支手機對你來說是明智的，或者哪支手機最適合你。

A second construct is called subjective norm.

第二個建構概念叫做「主觀規範」。

This construct focuses on everything around the individual, in other words, his or her social network, cultural norms, group beliefs, and

這個概念著重於個人周遭的一切，也就是他的社交網絡、文化規範、群體信念，

You will already have an opinion or form a belief as to what others think about you having that phone or not having it.

你已經會對擁有那支手機或不擁有那支手機，別人會怎麼看待你，形成一種看法或信念。

And that belief, again, influences your decision.

而這個信念，又會影響你的決定。

A third construct is called perceived behavioral control, and

第三個建構概念叫做「感知行為控制」，而

what this construct actually expresses is a person's belief on how easy or hard it is to display a certain behavior or act in a certain way.

這個建構概念其實是在表達一個人對於展現某種行為或以某種方式行動的難易度，抱持的信念。

Again, in the smartphone case, you might pick up a few of them in a store and form an opinion on how easy or hard it is for you to handle each one.

再以智慧型手機的例子來說，你可能會在店裡拿起幾支手機，然後對自己操作它們的難易度形成看法。

What the theory now actually predicts is that a positive attitude towards the act or behavior, favorable social norms, and

這個理論實際預測的是，對該行為抱持正面態度、有利的社交規範，以及

a high level of perceived behavioral control are the best predictors for forming a behavioral intention and in turn lead to a displayed behavior or act.

高感知行為控制，是形成行為意向的最佳預測因子，進而導致展現行為或行動。

In other words, it predicts that if you think a certain smartphone is a good idea and you believe everyone else thinks it's a good idea, and

換句話說，它預測如果你覺得某支智慧型手機是個好主意，而且你認為其他人也這麼想，

you believe you can actually handle it, you'll get that phone if one of those constructs is unfavorable.

而且你也相信自己真的能駕馭它，那麼你就會買那支手機，除非其中一個建構概念是不利的。

So if you think it doesn't make much sense for you to get a particular phone, or you think others don't think it's a good idea, or you're going to be right out of your comfort zone handling it, you're much less likely to get that particular phone and the likelihood decreases if two or even three out of these constructs are unfavorable.

所以，如果你覺得買特定手機對你來說沒什麼意義，或者你認為別人不覺得這是個好主意，或者操作它會讓你很不自在，那麼你買那支手機的可能性就會降低，如果這些建構概念中有兩個甚至三個都不利，這種可能性還會再降低。

Planned behavior is up to today one of the best predictors and theories used in marketing.

計劃行為到今天為止，都是行銷上使用最廣泛的預測理論之一。

If we look into the tech world, we're seeing examples everywhere.

如果我們看看科技界，到處都能看到例子。

Information is abundant for us to form our opinions, and infomercials are everywhere.

有大量的資訊讓我們形成自己的看法，而且電視購物廣告無所不在。

We see ratings, reviews, and discussions about every product and service out there.

我們可以看到各種產品和服務的評分、評論和討論。

And we're being told that people who buy what we are about to buy are also buying this other thing.

而且我們還被告知，那些購買我們正要購買的東西的人，也同時在購買這個其他東西。

And finally, we're prompted everywhere to test almost every web platform or service out there before we subscribe to see if we can actually handle it, and

最後，我們被到處提示，在訂閱前試用幾乎所有網路平臺或服務，看看我們是否真的能應付，

All of this in combination contributes to us making a decision.

這一切結合起來，促使我們做出決定。

And modern marketing needs to master all these avenues to successfully place a service or product to digital natives spending their time on the Internet.

而現代行銷必須掌握所有這些管道，才能成功地將服務或產品推銷給花時間在網際網路上的數位原住民。